These lessons, for me, are the most important part of the warm calling course. Why? Because, for me, this is the part that ensures we can confidently say we are warm calling and not cold calling. Before we’ve picked up the phone, we’ve already identified a need and can offer a solution with this customer. So, this allows us to approach in a much more positive way, we can approach in a much more confident way, and if the timing’s right for the customer, we can confidently say that we can offer something they don’t currently have.

Through the validation process, we can be certain that we are talking to the right customers, the customers meet the strategy set out in lesson number 3, and that we have enough information to conduct a helpful conversation with a customer, not wasting time asking questions that can be answered by visiting their website.

NCAB’s biggest fear is that we will become a fat cat. Fat cats do not validate leads, and the next illustration demonstrates this. If we were to take all customers onboard, it means that we will be distracted away from the important ones. Instead, what we should do is validate the good customers, the customers that meet our strategy, meet our target audience, and specifically target those customers to ensure that they’re the only ones that we pay attention to. In the meantime, we can politely decline to support any bad prospect customers.

So, the message I would like to leave you with is that actually, we can sell more if we make less calls. And this is because we can target only the customers that fit our strategy, our target audience, and customers that actually want to work with NCAB. And this is only possible through strong validation, and this will be detailed in lesson number 6.